Unleashing Heaven’s Power: How Faith Motivates Consumer Exercise Behavior during a Pandemic

Exercise behavior and mental well-being have decreased in response to the COVID-19 pandemic. Through three studies, we investigate consumer demographic characteristics and associated psychological mechanisms leading to more favorable exercise behavior in response to a pandemic so as to encourage all consumers to engage in healthy exercise behavior. Study 1 shows that religiosity positively influences exercise behavior (including purchase of exercise-related products) in response to a pandemic, and this relationship is mediated by sense of power. Study 2 then primes religion, replicating these findings, and explains the relationship between religiosity and exercise through an approach mindset and an increased sense of power. Both studies 1 and 2 also rule out numerous competing explanations for the relationship between religiosity and exercise behavior. Study 3 adds external validity with behavioral data from consumers’ step counting smartphone apps and smart tracking devices. Findings build on terror management theory, and implications for marketers and policy makers are provided.